Variable-data printing (VDP) is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, using information from a database or external file. Variable data printing is mainly used for direct marketing, customer relationship management, advertising, invoicing and applying addressing on brochures, postcards, personalized digital packaging and more.

VDP

More complicated variable data printing is where there may be differing versions of customization for different markets, with text and images changing for groups of addresses based upon which segment of the market is being addressed. There is full variability printing, where the text and images can be altered for each individual address. All variable data printing begins with a basic design that defines static elements and variable fields for the pieces to be printed. While the static elements appear exactly the same on each piece, the variable fields are filled in with text or images as dictated by a set of application and style rules and the information contained in the database.